Extend Your Brand Through Apps

Software applications have traditionally been offered by software companies to solve a specific problem for an industry or discipline. As technology marches forward an exciting development has emerged with what are known as Rich Internet Applications (RIAs). These programs are providing a new experience for users and are allowing companies to create their own branded “apps” that extend the overall brand experience.

Branded applications engage users in a whole new way. They can provide the user with timely information, unique offers, announcements, product information - any type of service that the user may find valuable and is relevant to the category of business the brand is in. The applications can also be personalized to deliver relevant information to each unique user. This subcategory of RIAs can be referred to as Personalized Branded Applications. All of this information and user interaction is wrapped in a container that extends the brand identity and adds value to the overall brand experience.

Examples of branded applications (app) include:

• Bloomberg’s iPhone app
• Travel Channel’s “Kidnap” Facebook app
• Southwest Airline’s “Ding” desktop app
• Harvest’s time-tracking desktop widget app

The effectiveness of branded applications is being proven in the marketplace. The Ding application from Southwest Airlines helped to generate $20 million in new business. The Kidnap application from The Travel Channel now has 11 million users in its first year of use. When done right, branded applications can do well to deliver valuable services to your audience while promoting the category of business you’re in and having your brand be strongly associated with that category. As with most emerging media, when designing the concept, make it about your audience, not about you. The more functional value you can deliver, the better.

Applications can provide immense value in extending your brand to customers. This niche has been a hidden gem for quite some time but advances in mobile technology and social media has catapulted the popularity of this form of digital marketing. Once a user starts to engage with your organization through a branded, personalized application, you will have their eyeballs from a long time. The stickiness factor of well-designed apps are significant enough to invest in them now. Working with qualified experts can help make the process a smooth one. There are many strategic and technical considerations in creating a highly functional, reliable, relevant application that serves your audience’s needs. Doing it wrong can damage brands, but don’t worry, that’s what experts are there for.